Study On Marketing Strategy Of Credit Business In Weifang Rural Commercial Bank

Weifang Rural Commercial Bank is a regional commercial bank with a certain scale and influence in Weifang.Its predecessor was Weifang Rural Credit Cooperatives,which was transformed from a joint-stock system.At this stage,there are mainly savings businesses,credit businesses,and middle businesses.Business,international business,etc.Among them,the credit business,which we usually refer to as the loan business,is the most important asset business of a commercial bank.It means that the bank recovers principal and interest through lending,and profits after deducting costs.Credit business is a major means for commercial banks to profit.This article takes Weifang Rural Commercial Bank as the research object.On the basis of linking marketing related theory with practical work practices,a series of analyses were conducted.First of all,it analyzes the current situation and existing problems of domestic and international bank credit business marketing,provides an overview of the current banking marketing environment for credit business,and provides background for Weifang Rural Commercial Bank's credit business marketing research.Then,from the aspects of products,prices,channels,and promotions,this article separately analyzes the shortcomings in the marketing of credit business at the current stage of Weifang Rural Commercial Bank,and applies SWOT analysis to Weifang Rural Commercial Bank in the marketing of credit business.Internal advantages,disadvantages,external opportunities and threats were analyzed in all directions.Using the STP analysis method,the credit business of Weifang Rural Commercial Bank was subdivided,the target market was identified,and the market positioning was identified.Weifang Rural Commercial Bank should make full use of its advantages in terms of policies and prices to make up for deficiencies in its product categories,etc.,to grasp the current demand for credit products in the market,and to occupy the fierce credit market competition.A place.Finally,this article has developed marketing strategies suitable for its future development in the credit business of Weifang Rural Commercial Bank from four aspects: product,price,channel,and promotion,and proposed the safeguard measures that should be provided to enable these marketing strategies to be implemented smoothly.The relevantmarketing strategies formulated in this paper have certain reference values for rural commercial banks in other regions,and even other joint-stock commercial banks.